Given the current uncertain economic climate, companies particularly need to understand their customers’ needs and effectively communicate product benefits to them if they want to meet their sales goals. However, not all customers are alike, so identifying the best prospects for products and services is an essential first step in the process. As someone who conducts quantitative primary research studies for a living, I am a proponent of looking for answers in data. Commonly-used demographic criteria in consumer marketing and targeting include age, income, geographic location, and last but not least, gender. I say “last but not least” because although women represent 51% of the population, it is estimated that they purchase or influence the purchase of 80% of all consumer goods. So a question that companies who make and sell consumer goods should be asking is: What do women want?